valleystrong credit union

When I started working at Meaningful Works, my first assignment was to create a visual identity for Valley Strong Credit Union's home loan program. The challenge in this was that a home loan is not an exciting thing on its surface. The idea of going through a loan of any sort can leave people feeling nervous, anxious, or just uninterested overall. The breakthrough moment in the project came when we turned a source of anxiety into a source of excitement. After all, with a home loan comes a new house.

With this new reframing of a home loan as an exciting path to a new house, creating a visual identity became much easier. We framed the identity around houses, be it short, tall, or wide. These minimalistic houses allowed the user to imagine themselves inside these new spaces, supported by the green colors of Valley Strong Credit Union. To make the metaphor of a house more apparent, roof textures were added to suggest architectural styles. Through play, excitement, and levity, a home loan was no longer a source of anxiety, but a path to an exciting future.